Who we would like to see at Lift: a Network Analysis Specialist

Two articles have popped on our radars yesterday: one telling the story of how the U.S. military used social networking to capture Saddam Hussein, the other on how the ability to analyse social connections is proving increasingly useful for organizations.

Both articles show the growing importance of a new field called "social analysis". A strategic importance first, as understanding data can help completely rewrite your perception of reality.

^{Massive antennas seen downtown Portland. Gathering what data?}

In the case of Saddam, social analysis allowed the US Army to locate the former Iraqi dictator. Before the war, the intelligence services created the infamous most-wanted Iraqi playing cards, thinking that through these guys they would get to their leaders. Careful usage of the "same theories that underpin Facebook" showed that Saddam's network had evolved after his regime collapsed, his relationships turning to relatives from his hometown.

For telecom operators, social analysis showed that the most valuable customers are not those "who spend a lot, but thriftier customers [...] known as influencers [who] frequently persuade their friends, family and colleagues to follow them when they switch to a rival operator".

Both examples show how information hides in massive amounts of data, and how complicated and tricky it can be to make sense of (and frequently unlearn) what you think you know. What is a challenge always becomes an opportunity for business, and the prediction is for a $15 billion market in five years.

Have you come across an expert in social analysis that would make a great Lift speaker?

Links:
• Searching for Saddam: A five-part series on how the U.S. military used social networking to capture the Iraqi dictator.
• Untangling the social web: From retailing to counterterrorism, the ability to analyse social connections is proving increasingly useful.